How to Measure App Store Pre-Order Conversion at Launch
Compare Apple pre-orders with downloads from those orders and report first app opens separately.
A pre-order records interest before release. It does not mean the customer has downloaded or opened the app. Use Apple's Pre-Orders analytics for the store's definition of conversion, and keep app activity as a separate measure.
Use the App Store's pre-order metrics
Check net pre-orders, downloads from pre-orders, and the pre-order conversion rate in App Store Connect. Keep downloads from pre-orders separate from the store’s overall Conversion Rate. Apple’s metric definitions count a pre-order in that overall rate when it is placed and do not count the later download from the same order again. Record the filters and dates used, and compare the same territories when reviewing the figures. If you compare an early launch snapshot with a later one, call out the time of each snapshot rather than assuming every pre-order fulfilled on day one.
| Stage | What it tells you |
|---|---|
| Net pre-orders | How many orders remained after cancellations within the chosen scope |
| Downloads from pre-orders | How many downloads the store associates with pre-orders |
| First app opens | Whether users reached the app after downloading it, as measured by your app analytics |
Report launch and acquisition outcomes separately
If you also run paid campaigns after release, keep their attributed installs in a separate view. Do not assume all App Store downloads came from a launch campaign, and do not match aggregate pre-order metrics to individual app users. Compare the store results with first app opens at an aggregate level, keeping dates, platform, and territory consistent.
Do not combine Apple pre-orders with Google Play pre-registration in the same conversion calculation. Report each platform separately before discussing overall launch demand.
